Effects of “physical attractiveness” in the evaluation of print advertisements

Abstract

© 2015, Emerald Group Publishing Ltd. All Rights Reserved.The objective of this article is to investigate the influence of physical attractiveness of endorsers in print advertisements to consumer purchase intention. A high involvement product (Slimming Programme) and a low involvement product (Skincare Moisturiser) described under Elaboration Likelihood Model (ELM) definition were chosen for the study. Generally, higher purchase responses were recorded for attractive endorsers versus unattractive endorsers for both products. But, in comparison, an openly stated desire by an attractive endorser to influence the views of the audience is more effective for high involvement products than for low involvement products. The findings also provide a new perspective to marketing communications in that the unattractive endorser can also influence purchase intention for high involvement products. This is especially the case when the endorsers are perceived to be from a credible source. In addition, the findings support the suggestion that influencing effects of endorsers are stronger for less established products with less observable benefits. It can be inferred from the findings and discussion that consumer response to advertisements is influenced by a host of different factors like produce involvement, framing of pictorial and verbal contents effects, reference groups, cognitive and affective effects. Buyers of the low involvement products are generally attracted to peripheral cues like endorsers, colours of advertisements for purchase intention. For high involvement products, there is evidence of a higher reference group influence and a stronger orientation towards message argument appeal in the advertising copy.